PITTSBURGH – Heinz, known for its ketchup, is launching a new yellow mustard at retailers nationwide for the first time.
“Our Yellow Mustard launch is unprecedented for Heinz and for the mustard category,” said Eduardo Luz, president of Heinz North America.
The new mustard uses 100% natural ingredients, including stone-ground mustard seeds and a secret blend of spices and vinegar. The national launch of this new recipe is being supported by a campaign to drive awareness within the mustard category. The new advertising campaign is called “Ketchup’s Got a New Mustard.”
The campaign tells the story of Heinz Ketchup’s decision to break up with his ex-mustard, and what happens when he starts a new relationship with the new Heinz Yellow Mustard recipe.
“We know that people don’t really think about yellow mustard, so we needed to inspire them with a bold creative idea to shake things up a bit,” said Jessica Ryan, associate director of marketing for Heinz Brands at Heinz North America. “Our new campaign focuses on the idea that Heinz Ketchup has been with the wrong mustard for years, but finally found a mustard that lives up to its high standards of taste.”
Heinz Yellow Mustard is available in 8-ounce, 14-ounce and 20-ounce upside-down squeeze bottles at retailers nationwide, for a suggested retail price starting at $1.69.
H.J. Heinz Co. is one of the world’s leading food marketers and producers, specializing in ketchup, sauces, meals, soups, beans, pasta, snacks and infant nutrition for all eating occasions whether in the home, restaurants, the office or on the go. Along with Heinz Ketchup, brands include Ore-Ida potato products, Weight Watchers Smart Ones entrees, T.G.I. FRiDAY’s snacks and Plasmon infant nutrition.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.